Summary
Summary Chapter 1-7 Corporate Communication
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Summary from the book of Joep Cornelissen (Corporate Communication, A guide to theory and practice, 4th edition
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Recitation summary Corporate Communication
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Some examples from this set of practice questions
1.
What is corporate reputation?
Answer: An individuals's collective representation of past images of an organization established over time.
2.
What are the three drivers for intergrated communication?
Answer: 1. Market and environmental based drivers 2. Communication based drivers 3. Organizational drivers
3.
How is the stakeholder salience model measured?
Answer: By power, legitimacy and urgency
4.
What is the use of the power-interest matrix?
Answer: Categorize stakeholders on the basis of their power and interest in the organization
5.
Define stakeholders?
Answer: Any group or individual who can affect or is affected by the achievement of the organizations's objectives
6.
What does corporate identity consist of?
Answer: Symbolism, communication and behaviour
7.
What are the 3 types of corporate branding?
Answer: 1. Monolithic identity 2. Branded identity 3. Endorsed identity
8.
What is an image-culture gap?
Answer: Misalignment between organization's image and behaviour
9.
What is the relation between corporate strategy and communication strategy?
Answer: The communication programs need to support the corporate objectives
10.
Name the 5 different message styles?
Answer: 1. Rational message style 2. Symbolic association style 3. Emotional message style 4. Generic message style 5. Pre-emptive message style
Content preview
Summary Corporate Communication chapters 1-7Chapter 1 (Introduction)
Definition of Corporate Communication:
Corporate communication is a management function that offers a
framework for the effective coordination of all internal and external
communication with the overall purpose of establishing and maintaining
favorable reputations with stakeholder groups upon which the organization
is dependent.
Communication focusing on the organization as a whole
• Corporate Communication:
• Management function
• Responsible for coördinating the work done by communication
practitioners
• Internal and external communication
• In different disciplines.
Characteristics of corporate communication:
• Complex
• Especially in large multinational organisations, like Unilever,
Shell, Nike, Apple…
• Integrated approach in managing communications
• Crosses boundaries between different sub- departments in
communication
• Strategic interests of the organisation at large
• “Communication is the organizing principle behind many
business decisions.”
Historical background:
• Until 1970s >
• Only public relations (PR) function within company
• What is Public Relations???
• Task: communications with media/press
• From 1970s
• Stakeholders(?) demand more information
• Broad Communication function in business: Corporate design,
corporate advertising, internal communication, crisis
management, investors relations, change communication,
public affairs e.d.
,Key concepts in Corporate Communication (Table 1.1):
• Mission (the Why?)
• Why do we exist?
• General expression of the purpose of the organisation, which is
in line with the with the values and expectations of
stakeholders
• What business are we in?
• Vision (the future why?)
• Desired future state: aspirational view of the organization in
future.
• What it would like to be or become in future.
• Corporate identity
• Who are we?
• The basic profile and values that an organization wants to
project and communicate to its stakeholders
• And how it aims to be known by these groups in terms of
corporate images and reputations
• Corporate image
• The immediate set of associations of in individual in response
to one or more messages from or about a particular
organization at a single point in time
• Corporate reputation
• An individuals’s collective representation of past images of an
organization (induced through either communication or past
experiences) established over time
• Stakeholders
• Any group or individual who can affect or is affected by the
achievement of the organizations objectives
• Communication
• The tactics and media that are used to communicate with
internal and external stakeholders
• Integration of communication
• The act of coordinating all communication so that the
corporate identity is effectively and consistently
communicated to internal and external groups
• Public
• People who mobilize themselves against the organization on
the basis of some common issue or concern to them
• Issue(s)
, • An unsettled matter or a conflict between an organization and
one or more (general) public(s)/ stakeholders
• Market
• A defined group for whom a product is or may be in demand
Chapter 2 (Corporate Communication in contemporary
organizations)
Historical background of corporate communication:
• Communication disciplines started ± 150 years ago, during
industrial revolution.
• Industrial Revolution
• More competitive markets -> need for organized form of
handling publicity and promotion.
• Industrial corporations hired publicists, press agents etc. for
communication campaigns
• focus on entertainment, public being deceived
• Markets are declining; Zero Growth
• Organizations hiring agents to promote products
• ‘In house’ communication activities
• Approach organizational communication
20th century
• Public relations
• Marketing (communications)
Integrated communication:
• Since 1980 integrated model:
• All communication activities become
integrated
• marketing + public relations =
corporate communication
4 integration models:
Before 1980 (Model A):
• Marketing & PR are separate communication
disciplines
• Public Relations (PR)
PR
• Issues of public concern
• Excluding customers and consumers
• Produce goodwill @ stakeholders
• Marketing
• Bringing products to markets
• Product management
• Satisfy consumers need for profits Mktnge
ting
, After 1980 (Model B)
• PR = Leading
• Marketing & PR share common ground; both are communicating
about the company and its products
• Marketing public relations (MPR)
• PR techniques @ consumers, supporting marketing like
product introductions
• Free publicity (flash mob)
• grass roots campaign
• Grass Root Campaign Occupy PR
• Advantage: low cost
• Examples: Body Shop, Starbucks
• Corporate public relations (CPR) Mktng
• Communication @ stakeholders
After 1980 (Model C):
• Marketing = Leading,
• PR is a department of marketing
• Integrated Marketing Communications (IMC) Mktng
• PR is reduced to public publicity, sponsorships
• Not focused on communication with PR
employees, investors, media etc.
After 1980 (Model D):
• PR department is leading.
• Marketing is a department of PR PR
• Marketing function is part of public relations
• To make sure that the goodwill of all key publics will Mktrketi
be maintained.
ng
After 1980 (Model E):
• Marketing and PR are merged into ONE department,
called:
• ‘External communications’
Mkting=
• This model is not very common PR
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